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Everyone wants to eat a broken buffet. It's almost cold

2022-07-02 13:05:00 【Big data V】

Reading guide ： Last time I had a buffet , Or have breakfast in the hotel .

author ： Yellow coke , Design ： lamb White bubbles Ginger

source ： Netease reading （ID：datablog163）

Only a short while ago , The buffet is popular all over the country . A wide range of delicious food is synonymous with desire , Buffet faucet “ leopard ” It has also become a trendsetter in the catering industry .

Just passed the age of not having enough to eat , At that time , Men, women and children are thinking about how to eat the cafeteria . Hungry “ Help the wall into “, After eating it, I feel full “ Help the wall out ” It's the standard action of eating self-help , As long as we can eat enough , Just earn back the money .

But I don't know when , Buffet is not very popular . People began to dislike the taste of buffet 、 waste 、 Low cost performance . The long line of online celebrity restaurants in the mall has been changed several times , However, we can hardly see several popular buffets .

Is the buffet going to be a tear of the times ？

01 Buffet , Going downhill

The seemingly cool buffet is also popular .

2003 year , It is called a buffet “ The aircraft carrier ” Leopard landed in Shanghai , The price of about 200 yuan has also attracted gourmets from all over the world .

People are in stores with nearly 10000 square meters , Facing sashimi 、 Goose liver 、 The steak 、 Haagen Dazs and other delicacies from all over the world , Eating a meal is like the emperor flipping cards in the deep palace courtyard .

At its best , Leopard has opened more than 20 stores across the country , Other kinds of cafeterias are also emerging in endlessly . According to the catering report released by meituan Review , 2016 The annual turnover of buffet is about 11.5 One hundred million yuan , Accounting for 12%, Second only to hot pot ^[1].

But the crisis of buffet has already happened quietly .2014 Around the year , The giant leopard is going downhill , Not only was the loss spread ,2015 In, he was sold to Carnival international for the second time , The transaction price is from the first resale 15 100 million yuan to 2 One hundred million yuan ^[2].

In the years that followed , The whole buffet industry is also growing sluggish , Sky eye data display , here we are 2018 year , The number of new buffet enterprises fell for the first time , Less 4.2% .

The sudden epidemic has made the survival of the buffet even worse .

Other catering categories , You can also increase your turnover by taking out , Even underwater fishing , You can also classify dishes and send them to your door . But if you want to help yourself at home , That's unrealistic , You can't move the restaurant to your home .

Two years after the epidemic , The number of buffet related enterprises has increased by -30%, The more stores open, the less .

Take Beijing for example ,2020 The proportion of orders of various catering categories in the trend of change , The category with the largest reduction in the proportion is buffet ^[3].

2019 year , The proportion of buffet orders in Beijing's catering categories is 7.1%, In hot pot 、 Snack fast food 、 Sichuan cuisine 、 After Beijing cuisine .2020 year , The proportion of buffet is only 4.5%, The market share of Western food 、 Japanese material 、 drink 、 Barbecue and other squeezing ^[3].

You can see from the heavenly eye , By 2022 year 1 month 18 Japan , There are catering companies in China whose business scope includes buffets 32171 home , Only 13802 home , Accounting for less than half .

And now there are few big chain brands of buffet .

If you want hot pot , You may first think of Haidilao , Even northwest cuisine has 99 cents 、 Xibei youmian village , But today's buffet , You really can't think of any nationally famous chain brands . In front of Chinese chain dinner enterprises 50 Qiang Zhong , I can't find an enterprise specializing in buffet ^[4].

Is it worse , The buffet also failed to catch up with the new consumption train , Again favored by capital .2021 year ,IT Orange statistics of the annual catering industry investment and financing events , Stand on the tuyere in the catering track , It's all kinds of hot pot 、 Sichuan cuisine 、 snack 、 Drink shop , The buffet is out of luck .

02 Waste and not fresh , There are many buffet slots

therefore , Today's buffet is also changing .

In the past, the buffet with everything appeared less and less in the public view , Occasionally in the hotel or bath center to meet . Nowadays, most chain buffet brands specialize in one category .

According to the narrow door dining eye , The top ten chain buffet brands with the largest number of stores in China , Basically, they sell barbecue 、 Hot pot or seafood , And most of them take the parity route .

overall , The average per capita consumption of these chain cafeterias is less than 70 element , The cheapest rotating hot pot “ A thousand flavors and a tripod ”, Eat a meal before 25 yuan .

At such a price close to the people, you can enjoy barbecue 、 Seafood 、 Hot pot , But why are you still unwilling to pay ？

One big reason is This year's consumers have really changed .

stay 2003 When leopard entered the market in Chinese Mainland , The buffet industry in China is just emerging , In the same year, the per capita disposable income of Chinese residents was only 5007 element ^[5].

At that time, many people went to restaurants only a few times a year , The buffet that can be eaten casually naturally can easily arouse people's appetite .

Today, , Compared with affordable , People care more about delicious . The research findings of meituan Review , When consumers eat a buffet , The most concerned is food “ It tastes good ” and “ Health and safety ”^[6].

There are even many dieters who pay attention to eating seven full , Be careful to skim off the oil when eating a piece of meat . See the buffet full of food , Their reaction is not greedy , Instead, point out what is “ Inferior carbon water ”“ High oil and fat ”“ Heat bomb ”.

Under such a trend , The buffet that can be served by supporting the wall becomes less delicious , Even many people began to roast about the waste of buffet . Knowing the problem “ What do you hate most when you eat self-help ” The answer is , What people complain about most about the buffet is also too wasteful .

Come to the cafeteria , Take too little, sorry for the price , Take too much and can't eat . Eventually wolfing down , Fill your stomach hard , He may not have become a boastful stomach King , It may be to go home to induce vomiting “ Trash ”.

In the past, everyone planned “ Eat back Ben ” skill , Now it has also become the object of roast ：

I used to hate not getting my money back , Now I hate being let back by others .

in addition , Many people also roast that the food in the buffet is flashy , It's not delicious . Data display of AI media consulting ,66.7% The reason why% of consumers don't like buffets is that the food is not fresh ^[7].

There are many kinds , There are seafood , And sheep and beef , But in fact, after eating, I know that many of these foods are not fresh .

03 Want to eat back , We are still too naive

however , Although the buffet is going downhill , But don't overestimate yourself , The closed cafeteria was definitely not destroyed by us .

According to the research of the University of Louisville and other institutions , When pricing the buffet, we will consider how much food most guests can consume .

hypothesis 100 Among the guests 10 A big stomach King ,90 An ordinary person and “ Bird stomach ”, As long as businesses set prices according to people's average food consumption , The increased cost of one more guest is lower than the per capita price , There is no such thing as a guest eating back Ben Yi ^[8][9].

The core of the buffet business model is small profits but quick turnover ^[10], What they are afraid of is not that you can eat too much , But you don't come to eat .

In order not to be eaten down , The restaurant can expand the passenger flow at the same time , And keep the ingredients as low as possible 、 Equal cost of manpower . For example, an ordinary restaurant needs a waiter to order from time to time 、 Serve , And in the cafeteria, everyone takes their own food , The number of waiters the boss needs to hire is reduced .

and , The owner of the cafeteria will also set up dishes 、 Take great pains in eating . For example, take staple food 、 Put the drinks in the most eye-catching place , I hope your stomach is quickly filled with carbon water ; Use expensive ingredients for publicity , In fact, limited supply is also extremely slow ……

therefore , Even if you Go to the high-end cafeteria and choose expensive food , It's not easy to eat back .

Nowadays, the cafeterias that dominate the first tier cities are mostly high-end , Play all kinds of free food and cattle 、 Abalone and other signs . In public comments , The high-end cafeteria on the popular list of first tier cities , The average per capita consumer price reached 200 element , Hotpot that has surpassed the hot pot list at the same place 、 Daily materials and other categories .

High customer price , The high cost of dishes is on the one hand . Take leopard for example , A meal needs to be cooked 400 A variety of dishes , The cost of food alone accounts for% of the turnover 45%^[11].

And now the high-end cafeteria , Reduce the variety of dishes . for example , Now the more popular high-end shouxishao self-service , Specializing in certain meat and seafood , There are less than 40 dishes , A lot of costs have been reduced .

And some so-called “ Precious ingredients ”, It was also found that there were many greasy things hidden . Someone who specializes in seafood supply posted on the Internet saying , salmon 、 Abalone, etc. look at the precious seafood , The freshest is often served to restaurants , The half dead ones are frozen and supplied to the cafeteria .

“ High-end ” The news of food material fraud is also common .2021 year 12 month , A high-end cafeteria in Shanghai uses flounder as cod , Use cheap beef as Australia and cattle , And be fined 50 Ten thousand yuan ^[12].

therefore , When eating self-help , Don't be obsessed with whether you can get your money back , In the end, it will not be achieved , You may also hurt yourself .

The buffet will eventually become tasteless 、 It's a pity to abandon the category . What you can eat with tens of yuan of self-help can't hook up your desire , The price of high-end self-service is also enough to eat other more delicate and delicious food . Many people ate self-help last time , Or when having breakfast in the hotel or participating in the group construction of the company .

reference ：

[1] US group review . (2017). China Food Report （ white paper 2017）.

[2] He Chenhui . (2015). Leopard transformation under pressure and then sell . Beijing business daily . Retrieved on Jan 20th, 2022 from

https://www.bbtnews.com.cn/2015/0609/114163.shtml.

[3] Meituan . (2021). Big data of Chinese catering 2021.

[4] China Chain Operation Association . (2021). 2021 China's Chain Catering Industry Report .

[5] National bureau of statistics . Annual data . Retrieved on Jan 20th, 2022 from

http://https--data--stats--gov--cn.proxy.www.stats.gov.cn/easyquery.htm?cn=C01&zb=A0A01&sj=2003.

[6] US group review . (2019). China Food Report 2019.

[7] AI media consultation . (2021). Buffet industry data analysis ：2021 In China 66.7% Netizens don't like buffets because the ingredients are not fresh . Retrieved on Jan 20th, 2022 from

https://www.iimedia.cn/c1061/81807.html.

[8] Nahata, B., Ostaszewski, K., & Sahoo, P. (1999). Buffet pricing. The Journal of Business, 72(2), 215-228.

[9] Duanyujie . (2017). Based on the mathematical expression of the buffet pricing problem . Modern shopping malls , (12), 31-32.

[10] Zhang Zhiwei , & Zhanghuailin . (2017). Cost control and management innovation of buffet industry . Collection , 30.

[11] Guo tie . (2015). Sell yourself again at a low price Can the leopard still run ?. The Beijing news . Retrieved on Jan 20th, 2022 from

http://epaper.bjnews.com.cn/html/2015-07/07/content_586044.htm?div=-1.

[12] The daily economic news . (2021). The average person in this family 200+ The online celebrity cafeteria was fined ！ Flounder acts as cod , Cheap beef pretends to be Australian and cattle , Cheap duck liver as imported goose liver … Retrieved on Jan 20th, 2022 from

http://www.nbd.com.cn/articles/2021-12-22/2052018.html.